BCode：2021年非洲裔美国人数字广告态度调查报告（EN）_18页_5mb

BLACK ATTITUDES TOWARDS DIGITAL ADVERTISING SUMMARY

Core Content

This report, titled BLACK ATTITUDES TOWARDS DIGITAL ADVERTISING, explores the preferences, behaviors, and attitudes of the Black community in the United States towards digital advertising. It highlights the importance of cultural relevance, authenticity, and engagement in advertising strategies to effectively connect with Black audiences.

Key Takeaways

• Ads Will Be More Effective If They Support Cultural Issues And Feature Authentic Stories
  Black consumers are more likely to engage with ads that support cultural issues and feature real stories from the Black community.

• Interactive Video Ads

  • 44% of Black respondents said they would be strongly interested in seeing more interactive video ads in the future.
  • 53% of respondents are already familiar with interactive video ads, with 45% expressing interest in more.

• Preferred Ad Types

  • Audio (26%)
  • Video (17%)
  • Interstitial (16%)
  • Skin (14%)
  • Native (11%)
  • Adhesion (9%)
  • Scroller (7%)

• Ads Should Be Personal and Relevant To The Content Surrounding It

  • 55% of respondents believe personalized and relevant ads are more engaging.
  • 53% say an ad that is relevant to the surrounding content increases engagement.

• A Dedicated Space Where Content and Ads Unite

  • 42% of respondents agree that culturally relevant ads work best on culturally relevant websites.

The Black Community in the U.S.

• The Black and African-American population in the U.S. is approximately 44 million, making up 13% of the total population (1 in 7 people).
• The Black immigrant population has increased fivefold since 1980.
• In 2019, Black buying power was estimated at $1.4T, and the Black GDP is projected to grow to $1.8T by 2024.
• Black Americans are a powerful and influential demographic, capable of driving the U.S. economy on their own as a top 15 global economy.

Ad Effectiveness

• 43% of respondents believe that a culturally relevant ad is most effective on a culturally relevant website.
• 36% think it is most effective on a general website.
• 21% believe the website does not affect ad effectiveness.
• Ads that are relevant to the content they are placed within are more engaging, with 53% of respondents stating that this relevance increases their engagement likelihood.

Culture & Representation

• Authentic cultural representation is crucial for Black audiences to connect with advertising content.
• Advertisers should support issues or causes important to the Black community and include real-life stories, music, and cultural context in their ads.
• Influencers and celebrities from the Black community are more likely to be seen as culturally authentic if they demonstrate pride in their culture and practical knowledge of it.

How Do Black Audiences Want to Be Represented?

• Celebrations, Holidays & Traditions
  Black audiences want to see scenarios that reflect their cultural values and traditions, such as family gatherings, holidays, and everyday celebrations.

• Family Meal Scenario

  • A home-cooked meal with family members, including parents, siblings, and children.
  • Meals are often enjoyed with close family and may include traditional dishes like chicken and fries, pork chops, mashed potatoes, and cherry pie.

• Drinking Scenario

  • Drinking with friends, family, or at home, often in a casual and social setting.
  • Preferences include mixed cocktails, fast food, and casual settings like malls or benches.

• Authentic Representation

  • Ads should portray Black people as real, thinking, feeling individuals, not just stereotypes.
  • Including actual Black business owners, inventors, and everyday users of products/services is essential.
  • The focus should be on a broad range of Black experiences, not just sports and entertainment.

Conclusion

The report emphasizes that for digital advertising to resonate with the Black community, it must be culturally relevant, authentic, and personal. Advertisers are encouraged to understand the nuances of the Black consumer experience and incorporate these insights into their strategies to build trust and loyalty.